Before yesterday, I knew very little about Rahm Emanuel, Barack Obama’s new chief of staff. And, for the most part, that’s still the case.

But I haven’t heard or read a single story in the past 24 hours that hasn’t “branded” Emanuel with a soundbite about his aggressive style.

Emanuel has been described as Rombo. A jungle fighter. A pit bull. A slash-and-burn politician. And (according to TIME): “the most hard-headed, no-nonsense, foul-mouthed, smart-as-hell, get-it-done-or-get-out-of-my-way Washington insider of his generation.”

Democratic strategist Paul Begala once described Rahm’s style as a “cross between a hemorrhoid and a toothache.”

Makes me wonder: What would my brand be, if I were being described by the media? Wait a minute, I take that back. I’m not sure I want to know.